Advocacy Boom
There’s a great paper in the latest McKinsey Quarterly that reports on the opportunity organizations should leverage by addressing the challenges of aging baby boomers. What caught my eye was McKinsey’s premise that boomers will need to turn to new sources of community as they face approaching health and loneliness issues. Couple this idea with the finding that many over age 50 view retirement as a time to contribute to society and we have a perfect formula for Boomer Advocacy.
Our own research on boomer communications (B2F Connections) found that boomers have vast personal networks, are trusted advisors and are socially and environmentally conscientious. Our New Wave of Advocacy study went even deeper and found that 42% of boomers are already Advocates. Their influence even goes beyond word-of-mouth — nearly half of boomers wear something like a pin, bracelet or T-shirt to show their support for an issue or cause and take just hours to act upon their decision to support an issue or cause. This is a powerful segment and not only because of its size and wealth.
Watch out for the Advocacy boom. It’s approaching quickly.
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